Aftershow Report
Mobile Marketing
Tweet Wall
Introduction
We created Mobile Marketing Live to address the need for an event that would bring the industry together at a crucial stage of its development. On the one hand, we wanted brands to take to the stage and tell their peers what they had done in mobile, what had worked, what hadn’t worked, and what lessons they had learned. Equally, we wanted to give the mobile marketing experts the companies that create mobile apps websites, locationbased services, ad campaigns and Augmented Reality solutions – the opportunity to showcase the latest trends and techniques in their given area of expertise. The result was a two-stream conference programme which gave delegates the opportunity to cherry pick the brands they wanted to hear from – from a cast list including Google, Debenhams, Betfair, Domino’s and many more – and also to take a deep dive into mobile apps, sites, advertising, CRM, whatever they most needed to know about at this point in time. Alongside the conference, an exhibition gave delegates the chance to talk informally with mobile marketing experts to see if they could help them on their mobile journey. Taken as a whole, we thought this would help delegate gain maximum benefit from the event and help them to champion mobile in their business in the weeks, months and years to come. The feedback we have had from the event has been excellent. That being the case, we plan to stick to pretty much the same formula next year.
David Murphy Conference Producer, Mobile Marketing Live Editor of Mobile Marketing Magazine
SURVEY RESULTS 2012
14.3%
Agency
12.7%
C-Level
10%
14.3%
QR CODES & BARCODES
Mobile Commerce
Mobile payments
Tablet publishing
gamification
Dissatisfied
14.3% 26.8%
they were with the event overall, over 80% of delegates were satisfied to very satisfied with the event.
20.3%
61.5%
Extremely satisfied
satisfied ed
12.7% When asked how satisfied
Marketing/branding other
55% 45.9% 52.7% 62.5%
Satisfaction
20.3% Mobile/Digital Strategy 10%
76.2%
Overall
20.3%
22.4% Commercial/parnerships 20.3%
73.7% 77.5% 75.6%
mobile Affilliate marketing
85.4%
Mobile Crm
71.8%
mobile media buying
Location based services
Mobile Coupons
Mobile WEBSITES
AR
Attendance
NFC
WHO ATTENDED?
86.1% 80%
The majority of delegates scored the range of disciplines covered as Good with Mobile Advertising and Mobile Apps reaching the highest scores of Excellent. We learnt that more emphasis on Gamification and QR Codes would be something to focus on for next year.
Mobile Search
Mobile Commerce
Mobile Search
mobile crm
mobile analytics
location based services
qr codes & barcodes
mobile nfc & payments
gamification
mobile media buying
mobile messaging
Mobile websites
platforms
billing
Tablet Publishing
Mobile Affiliate Marketing
Mobile Advertising
Mobile Apps
ge
un
lo
Augmented reality
e bil b Mo e la c ien
er
p ex
.6%
39 .5%
as
Ide
37
VOTES
m riu
75% 76.9%
63.7% 65%
A targeted marketing campaign was conducted by Mobile Marketing Live to attract the right people to the event. Our sponsors were interested in talking to senior decision makers from digital, marketing, advertising, mobile and strategy experts. The break down here shows the high percentage of mobile/digital and marketing/branding leads that attended which makes up nearly half of the total delegate attendance. Just under 15% of attendees were C-level (CEO/CTO/CMO) and 16% of delegates were from Agencies.
o dit
82.5%
Over 70% of delegates rated the speakers as very good to excellent and 20% as good.
Excellent 16.1% Very Good 55.4% Good 19.6% Average 8.9% Poor 0%
RANGE OF DISCIPLINES
Mobile Commerce was a popular topic in both the conference and Room A. Debenhams discussed how to deliver a successful mobile commerce strategy, Google talked about Commerce as being one of the three big trends, including Social and Local and Dominos presented how and why mobile commerce has worked for them. Mobile Commerce also got it’s own dedicated stream in Room A with presentations from Pinvois, DraftFCB and Sevenval. Above is a graph showing the level of interest in a range of mobile marketing topics.
The event was attended by over 1,000 delegates across a broad range of industries. This reflected how important it is for all sectors to embrace mobile and invest time to learn about what mobile can do for their business. With an attractive line up of speakers from Google to the Guardian, brands speaking represented the retail, automotive, publishing, technology, charity, energy, travel, leisure and telecoms industries. To the right is a high-level break down of the industry verticals that attended Mobile Marketing Live.
SPEAKERS
Au
a
Mobile Sites also got their own dedicated slot in Room A with brands such as dotMobi discussing how to make your mobile strategy work in retail, with NetBiscuits discussing how “your strategy needs mobile” and Wapple highlighting what strategic changes mobile sites will bring business.
om
16
31
AGENDA
Over half of delegates didn’t attend the Mobile Experience Lab or Ideas Lounge which has prompted us to review the agenda and timings for next year and to make more emphasis on a central open auditorium with presentations from Room A which over 60% of delegates attended this year.
Ro
27
36
35 32 30 31 32
1.8%
poor
.8%
36
40
5.4%
ok
60
36
33
43
92.8%
Good to excellent
in
49
95% Ma
57
When asked how well organized the event was, over 90% scored the event as well organized to excellent.
.2% 72
56
95% of delegates scored registration for the event as Very Good or Excellent.
Mobile advertising
We ensured that these topics were reflected in the conference. We had presentations on mobile advertising from Mojiva, Adfonic, Appsnack and Trademob in Room A. Big brands talked about their mobile apps such as Ford who presented “Turning the car into the ultimate mobile app” and Thomson Reuters “Building great apps stats with great design”. There was also a whole section dedicated to Apps in Room A with presentations from Arbitron, Fiksu and Incentivated.
Organisation
Mobile Analytics
Before the conference, we asked delegates as soon as they registered what topics they would be interested in particular to learn about. The most popular topics were Mobile Advertising, Mobile Apps, Mobile Websites, Mobile Analytics and Mobile Commerce.
REGISTRATION
Mobile Messaging
What topics did delegates want to learn about?
Mobile Apps
About Mobile marketing live
Mobile Marketing
19.6% 39.3%
22.4% Very satisfied
Twitter interviews We wanted to get Mobile Marketing Live into the social media sphere, create conversations around the event and interact with our speakers and sponsors to give delegates a taster of what to expect over the two action-packed days.
m&c Saatchi
With that in mind, we set up 20 Twitter Interviews with big brands from Dominos Pizza, M&C Saatchi Mobile and Living Social as well as thought leaders such as Russel Buckley and leading agencies such as Mindshare. In total our Twitter Interviews drummed up over 1,000 Tweets of thought-provoking comment, snippets of mobile marketing case studies and innovative concepts around mobile marketing trends which were all published on Mobile Marketing Magazine. We also arranged Podcasts to extend the value of the Twitter interviews and allow speakers to expand on points of particular interest. These were recorded and published on Mobile Marketing Magazine and gave a useful tool for readers to catch up if they’d missed the Live Twitter Interview.
Russell buckley
Dominos pizza
thomson reuters Mindshare living social
Media Coverage We worked with a broad selection of media partners that would help take Mobile Marketing Live across multiple industries across mobile, marketing and vertical industries. Partnerships were arranged in July to give four months of media coverage in the lead up to the show. Throughout those months we secured:
9 Solus Emails branded Mobile Marketing Live direct to members and readers 10 By-Lined Articles to David Murphy, about mobile marketing and promoting the event 5 Newsletter Mentions to members 10 Event Listings on key websites 7 Website Banner Adverts promoting Mobile Marketing Live
B2B Marketing is a key business marketing publication with 6,000 readers. We secured two solus B2B Markeing emails promoting the event and ticket discounts to B2B Marketing subscribers, a web banner promoting the event, and event listing on Events page.
41 Editorial and Blog posts 2 Competitions 3 Print Adverts 35 Mobile Marketing Live Newsletters to readers and database 20 Twinterviews with speakers and sponsors ( amounting to over 1,000 Tweets!) 15 Podcast Interviews with speakers and sponsors Over the next few pages is a selection of coverage we were particularly proud of:
The Association for Interactive Media and Entertainment is an industry body. We secured four AIME member communications including two direct HTML emails promoting ticket discounts, speakers and news, an event listing on website a web banner for one month promoting the event.
The Direct Marketing Association is the largest association responsible for protecting data-driven marketing with 6,000 members in the UK . We secured a web banner on their site for a month, a solus email to all DMA members and a website entry on the events page promoting the event.
GoMoNews provides breaking news on mobile web and mobile services. We secured 4 Guest Post articles for our Sponsors to create thought leadership and promote their messaging prior to the event. GoMoNews also promoted the event and a discount offer on tickets.
The Guardian Media Network is part of The Guardian and brings together in-depth comment and analysis in the global media and tech markets with 60,000 unique monthly views. We secured them as a media partner and they promoted the event on their network as a key industry event and provided an article to promote the event and the issues around Mobile Marketing with an interview with David Murphy, editor of Mobile Marketing Magazine and co-founder of Mobile Marketing Live.
The Internet Advertising Bureau is the trade assocation for online and mobile advertising. We secured several opportunities including an Events listing, a web banner on their website and a solus email promoting the event to their members.
The Mobile Entertainment Forum is the global trade association for companies who wish to monetise their products and services via mobile. We secured an Event listing and promotion to their members.
The Institute of Direct Marketing is the UK's only governmentapproved institute of professional development for direct and digital marketers with X members. We secured two newsletter mentioning the event and promoting the special discount offer to members as well as an Event listing on thier website and a Top Tips article about Mobile Marketing in their Blog.
mobiThinking from dotMobi provides everthing marketers need to know to help take their brand mobile. We secured several pieces of communication to their X subscribers including a by-lined article from David Murphy promoting mobile marketing and the event, a promotion of ticket discounts to the event and an event listing on the site.
The Marketing Blog is all about brand journalism covering business, tech, entertainment, digital marekting and social media news. We secured a weekly update about the event on the Blog, promoting offers, speakers, sponsors and news with over 30 mentions.
Mobile Monday is an open community platform of mobile inudstry visionaries, developers and influential individuals fostering brand neutral cooperation. We secured several communications with Mobile Monday London including newsletter mentions promoting the event, a competition for a start-up to win an Innovation Pod at the event and Twitter mentions providing ticket discounts.
Visibility Magazine provides vision, clarity and visibility to the internet marketing industry. With over 55,0000 subscribers their readers include CEOs, CMOs and owners. We secured a Top Tips article by-lined to David Murphy promoting the event, as well as two banner adverts on the site and a solus email out to all subscribers of the magazine.
The Drum is a leading magazine for modern marketing and media with 11,000 subscribers. We secured two full page adverts with special Blippar features to win a Galaxy SIII promoting the event as well as an events listing promoting a special discount offer on tickets. After the event, three pieces of news coverage was also secured independently, looking at Ford, Auto Trader and Debenhams.
Business Matters is a leading magazine brand for UK's thriving small and medium sized business sector and has over 50,000 annual subscribers. We secured a solus email promoting the event to all their readers and an event listing on their website offering a special reader discount.
Retail Digital is a leading digitial media source of news and content for C-level execs on business and industry specific issues, online retailing, retail technology, consumer trends and store management. We secured a by-line article about Mobile Marketing promoting the event as well as coverage that the event had been launched with a special reader ticket offer.
mobyaffiliates is the B2B market-place for the Mobile App Economy connecting mobile app developers, publishers and media buyers in the mobile ad networks, offers and services. We secured several communications with them including three blog posts promoting the event in the run up and after the show.
WIN A SAMSUNG GALAXY SIII
BLIPp THIS TO ENTER! Media Planet produced a report on M-Commerce and worked with us to promote the event through an interview with David Murphy, editor of Mobile Marketing Magazine and co-founder of Mobile Marketing Live. We also secured an advert in the report and promotion for some of the sponsors. The report was produced as part of the
KETING
OBILE MAR TAKING M
D L R O W E TO TH
MobileMarketing www.mobilemarketingmagazine.com/live
1ST - 2ND OCTOBER 2012
LONDON
BUSINESS DESIGN CENTRE
02071832920
MobilePayments Today is an information resource focusing on mobile payments, project and technology. We secured a banner advert, an event listing and a mention in their newsletter promoting the event.
Gold sponsors
Silver sponsors
Our Sponsors played such an important role not only in providing value through their support and showcasing their innovative mobile marketing services at Mobile Marketing Live, but they also played an important role in promoting the event to their customers and partners. We provided every sponsor with a personally branded HTML email with a special discount code on tickets. Many of the sponsors used this email to promote the event personally to their contacts, as well as promote the discount code through social media on Twitter and LinkedIn. We also provided an email signature about the event for Sponsors to promote in the run up the show, and provided many PR opportunities with Twitter Interviews and Podcasts which were published with Mobile Marketing Magazine and the chance for guaranteed coverage through by-lined articles with GoMoNews.
Mobile site provider
Quotes from sponsors The show was great, we made some great contacts within the industry and companies in the same space that will hopefully lead the way for plenty of collaboration opportunities. We all thought that this was a great branding opportunity for Easy2. Simon Calvert - Global Business Development
We found the conference very valuable. In total, we added 15 or 16 names to our database - all of these were relevant and probably 4 or 5 with immediate potential as clients / partners. Douglas Robb - CEO
Great event – top speakers, presentations and organisation, really enjoyed it. -Johanna Reder - Corporate Marketing Manager
Fantastic event well done! Claire Owen - Events Manager, EMEA